Small Business Advancement National Center

Fall 2009

Course Title: Retailing 3351

Credit Hours: 3 hours

Time 9:25-10:40 a.m. TUESDAY/THURSDAY CRN# 11534 BBA 204

Dr. Don B. Bradley III, Professor of Marketing and Executive Director of Small Business Advancement National Center
(Office Number 210C Burdick Business Administration Building
Phone (450-5345) E-Mail donb@uca.edu
Home Phone(329-1449)E-Mail don.bradley@conwaycorp.net
Office Hours: 1:00-4:30 (TTh) or by appointment

Text: Berman, Barry and Joel R. Evans, Retail Management A Strategic Approach; (Upper Saddle River, NJ, Pearson Prentice Hall, 2010) 11th Edition

Course Requirements:

(1) Prerequisite is Marketing 3350
(2) Steady class attendance is of the utmost importance (2 cut Maximum)*
(3) Read the assignment from the text and outside readings on time.
(4) Be responsible for all class presentations and discussions.
(5) Complete all outside assignments and tests on time.
(6) Write satisfactory quizzes.
(7) All presentations, discussions, outside assignments and tests must be finished on time to pass the course.
(8) No laptop or cell phone use in class (Print Power points off before class)

* When a student exceeds 2 absences, except for exceptional reasons (death in the family, severe personal illness, etc.), their final grade will be adjusted downward one letter grade for each additional absence. In case the University is closed for H1N1 flu classes will be held by power points and tests will be over the internet. If you have a problem call me at home between 8:00a.m. and 9:00p.m.

Americans with Disabilities Act

The University of Central Arkansas adheres to the requirements of the Americans with Disabilities Act. If you need an accommodation under this Act due to a disability, contact the Office of Disability Support Services at 450-3135

Academic Policy Review

Students should familiarize themselves with all policies listed in the 2009-2010 Student Handbook, including general academic policies (pp. 31-34); Academic Misconduct Appeals (pp. 32-33) and specific policies on sexual harassment (pp. 95-96).
Grade Percentages For Final Grade:

1. First Test 20
2. Second Test 20
3. Third Test 20
4. Fourth Test 20
5. (Attendance, Participation, Projects,
and Paper) 20
TOTAL 100%

Learning Objectives

1. Explain what retailing is.

2. Explain why retailing is undergoing so much change today.

3. Describe the five methods used to categorize retailing.

4. Understand what is involved in a retail career and be able to list the prerequisites necessary for success in retailing.

5. Explain why strategic planning is so important and be able to describe the components of strategic planning: statement of mission; goals and objectives; an analysis of strengths, weaknesses, opportunities, and threats; and strategy.

6. Describe the text’s retail strategic planning and operation management model, which explains the two tasks that a retailer must perform and how they lead to high profit.

7. Explain the importance of population trends to the retail manager.

8. List the social trends that retail managers should regularly monitor and describe their impact on retailing.

9. Describe the changing economic trends and their effect on retailing.

10. Discuss the consumer/shopping/purchasing model, including the key stages in the shopping/purchasing process.

11. Explain the various models of retail competition.

12. Distinguish between various types of retail competition.

13. Describe the four theories used to explain the evolution of retail competition.

14. Describe the changes that could affect retail competition.

15. Discuss the retailer’s role as one of the institutions involved in the larger supply chain.

16. Describe the types of supply chains by length, width, and control.

17. Explain the terms dependency, power, and conflict and their impart on supply chain relations.

18. Understand the importance of having a collaborative supply chain relationship.

19. Explain how legislation constrains a retailer’s pricing policies.

20. Differentiate between legal and illegal promotional activities.

21. Explain the retailer’s responsibilities regarding the products sold.

22. Discuss the impact of government regulation on a retailer’s behavior with other supply chain members.

23. Explain how a retailer’s code of ethics will influence its behavior.

24. Explain the criteria used in selecting a target market.

25. Define geographic information systems (G15) and discuss their potential uses in a retail enterprise.

26. Describe the various factors to consider in identifying the most attractive geographic market for a new store.

27. Discuss the various attributes to consider in evaluating retail sites within a retail market.

28. Describe the importance of a merchandise budget and know how to prepare a six-month merchandise plan.

29. Explain the difference among and the uses of these three accounting statements: income statement, balance sheet, and statement of cash flow.

30. Explain how the retailer is able to value inventory.

31. Explain the differences between the four methods of dollar merchandise planning used to determine the proper inventory stock levels needed to begin a merchandise selling period.

32. Explain how retailers use dollar merchandise control and describe how open-to-buy is used in the retail buying process.

33. Describe how a retailer determines the makeup of its inventory.

34. Describe how a retailer selects proper merchandise sources.

35. Describe what is involved in the vendor-buyer negotiation process and what terms of the contract can be negotiated.

36. Discuss the factors a retailer should consider when establishing pricing objectives and policies.

37. Describe the differences between the various specific pricing policies available to the retailer.

38. Describe how retailers calculate the various markups.

39. Discuss why markdown management is so important in retailing and describe some of the errors that cause markdowns.

40. Name the four basic components of the retailer’s promotion mix and discuss their relationship with other decisions.

41. Describe the differences between a retailer’s long-term and short-term promotional objectives.

42. List the six steps involved in developing a retail advertising campaign.

43. Explain how retailers manage their sales promotion and publicity.

44. Explain why customer service is so important in retailing.

45. Describe the various customer services that a retailer can offer.

46. Explain how a retailer should determine which services to offer.

47. Describe the various management problems involved in retail selling, salesperson selection, and training and evaluation.

48. Describe the retail selling process.

49. Understand the importance of a customer service audit.

50. List the elements of a store’s environment and define its two primary objectives.

51. Discuss the steps involved in planning the store.

52. Describe why store design is so important to a store’s success.

53. Explain the role of visual communications in a retail store.

54. Explain why intangible people resources can provide a more competitive advantage than tangible resources.

55. Describe how to recruit both the right employees and the right customers to be the store’s partners.

56. Explain how to manage employees and customers to develop long-term profitable relationships.

57. Discuss how to compensate employee and offer customers a compelling value proposition.

Special References:

Journals, Bulletins, and Monographs

1. Journal of Marketing
2. Merchandising Week
3. Business Week
4. Stores
5. Chain Store Age
6. Wall Street Journal
7. U.S.News and World Report
8. Harvard Business Review
9. Marketing News
10. Journal of Retailing
11. Women’s Wear Daily
12. Men’s Wear Magazine
13. Mass Retailing Merchandiser
14. Merchandiser
15. Home Furnishings Daily
16. Mart
17. Changing Times
18. Kiplinger Letters and Service
19. Consumer Reports
20. Advertising Age
21. Sales Management
22. Journal of Small Business Management
23. Progressive Grocer
24. Nation’s Business
25. Management Quarterly
26. Management Review
27. Inc.
28. Business Management
29. Popular Computing
30. Forbes
31. sbaer.uca.edu (website)

Unit of Instruction
Week Material
Is to be Read

August

20-25 Chapter 1 An Introduction To Retailing Pages 3-26

27-Sept. 1 Chapter 2 Building and Sustaining Relationships Pages 27-56
In Retailing

September

3-8 Chapter 3 Strategic Planning In Retailing Pages 57-97

10 Chapter 4 Retail Institutions By Ownership Pages101-121

15 Test #1 over Chapters 1-4
St. Louis Field Trip Money Due ($240)

17-22 Chapter 5 Retail Institutions By Store-Based Strategy Mix Pages 123-145

24-29 Chapter 6 Web, Nonstore-Based, and Other Forms of Pages 147-185
Nontraditional Retailing

October

1 Chapter 7 Identifying and Understanding Consumers Pages 190-213

6 Chapter 8 Information Gathering and Processing In Retailing Pages 216-245

8 Test #2 over Chapters 5-8

13 Chapter 9 Trading – Area Analysis Pages 249-274

20 Chapter 10 Site Selection Pages 276-305

22-27 Chapter 11 Retail Organization and Human Resource Pages 3095-334
Management

29-Nov. 3 Chapter 12 Operations Management: Financial Dimensions Pages 336-353

5 Test # 3 over Chapters 9, 10, 11 and 12

10-11 **Field Trip to St. Louis (Cost $240)

12 No Class work on Paper

17 No Class work on Paper

19 ***Paper Due and Presentation

24 **** E-tailer Project (No class)

December

1 Chapter 13 Operations Management: Operational Dimensions Pages 355-380

3 Chapter 14 Developing Merchandise Plans Pages 384-410

10 Final Exam Chapters 13-14 and Field Trip
Thursday: 8:00-10:00 a.m.

*St. Louis Field Trip (Money Due September 15th )

** St. Louis Field Trip (Nov. 10 and 11)

*** Paper

3-5 Pages
Typed Double Spaced 12 point time new roman
Due: November 19th

Topic: Social Media (Twitter and Facebook)

**** E-tailer Project Due December 1st